What do you do if your B2B Marketing Strategy training programs lack emotional intelligence?

If your B2B marketing strategy training programs are falling short due to a lack of emotional intelligence, it's crucial to integrate components that enhance interpersonal skills and understanding. This could involve restructuring the training modules to include more real-life scenarios that foster empathy and customer-centric thinking among participants. By prioritizing emotional intelligence, you not only improve the efficacy of your marketing team but also enable them to build more meaningful relationships with clients, which is essential in today's customer-focused business environment.

I really agree with the idea and am a big fan of emotional selling. There's just one catch: It's not enough to know about EI, you have to be able to do it. And this requires intensive training, including the often uncomfortable questioning of yourself. The bridge from knowledge to ability is doing. Therefore the main question: What helps people turn knowledge of EI into a skill?

Early in my B2B marketing career, a meticulously crafted campaign for a new software solution boasted impressive features but failed to convert. Data indicated a disconnect. Recognizing the need for self-awareness, we delved deeper. The messaging, while accurate, lacked emotional understanding. By incorporating empathy training, we reshaped the campaign to address the customer's core anxieties about implementation complexity. This emotionally intelligent approach yielded a dramatic rise in qualified leads.

I live in Germany, we Germans are known as the people of poets and thinkers - and of technicians. Dealing with emotions professionally seems to be a pipe dream in this country; very few companies have programs based on this. The prevailing opinion: It takes too long and costs too much. Maybe an (additional) problem: Many people have not learned to take responsibility for their inner development. If it stays that way, training won't help either. So sometimes we need a very special approach.

Building connections goes beyond features and benefits.People buy from people they trust and feel understood by. EQ 101: Develop modules focused on active listening, empathy exercises, and the power of emotional connection in B2B communication. Learning by Doing: Make the training interactive! Role-playing scenarios and case studies can help participants put EQ principles into action. Toolbox Time: Equip your team with practical tools to use EQ every day – think communication templates, conversation starters, and emotional intelligence frameworks. By prioritizing EQ training, you're creating a team of B2B marketing superheroes who can not only understand their audience's needs but also build genuine relationships that drive results.

I myself also come from a logical world of thought, emotions were something foreign to me for a long time. It took a long time and needed good teachers, and the path was peppered with a lot of not very pleasant experiences - that's investing in your own growth. Then there are wonderful results combined with (very important) experiences - that's what people (especially trainers) need in order to be able to act safely.

This is what distinguishes the amateur from the professional. It is not words that shape our lives, but experiences. The amateur doesn't commit and gives up. The professional does an internship and follows unusual paths. The Superstar can be permanently corrected for ever better performance - which often feels very uncomfortable. Yippiieh, here lies the greatest opportunity.

No solo la práctica es necesaria. Es fundamental tener un traqueo de cada una de las acciones, a fin de poder tener medición de los resultados. Saber qué resultados queremos obtener (KPIs), y poder evaluarlos uno por uno. Esta claro también que cada uno de ellos varia con el tiempo… Modificaremos algunos, quitaremos otros y agregaremos los necesarios. Con la práctica, la evaluación constante y cambiando si es necesario; se logrará tener mejores resultados.

1. Start by measuring the program's impact on key areas where EQ skillsets are critical: client/customer relationships, team collaboration and morale, leadership influence, and overall strategic decision-making. 2. Gather qualitative feedback and quantitative metrics around factors like customer satisfaction, employee engagement and retention, ability to persuade executive buy-in, and quality of cross-functional strategy execution. 3. Implement self-assessment tools that allow marketers to evaluate their own EQ competencies, such as self-awareness, empathy, motivation, and social skills. 4. Compare high and low scorers' respective business impacts to understand how EQ correlates with marketing performance.

They say it’s difficult to measure emotions, however in B2B as relations run deeper, the emotional connection shows. With better EQ, you can improve the relationship strength with customer, you can do better whitespacing which allows for better upselling/ cross selling opportunities. White B2B is more logic driven, there is always human factor involved in decision making and respecting that can be the key to success